SEOUL, South Korea (AP) - Starbucks' South Korean operation announced that it will close all of its stores nationwide early on June 22 for mandatory history and social sensitivity training. This decision comes in the wake of public backlash following a marketing campaign that was widely viewed as disrespectful to victims of a brutal military crackdown on pro-democracy protesters in 1980.
Shinsegae Group, which owns a 67.5% stake in Starbucks Korea, stated that executive officers and employees at the company’s headquarters will participate in an educational session led by history and sociology professors. All Starbucks outlets across South Korea will close at 3 p.m. on June 22, allowing employees to view a recording of the training session, as explained in a company statement from Shinsegae.
The controversy erupted after Starbucks attempted to promote a new series of stainless-steel tumblers named “SS Tank,” coinciding with May 18, an important date that marks the anniversary of the 1980 pro-democracy uprising in Gwangju, a southern city. The uprising was violently suppressed by the military government at the time, which deployed troops, tanks, and helicopters, resulting in hundreds of deaths and injuries.
The promotional campaign further ignited outrage by utilizing the slogan “Thwack it on the table!” which is reminiscent of a notorious police statement from 1987 that attempted to cover up the torture death of student activist Park Jong-chol. Authorities had falsely claimed that Park died after investigators “hit the desk with a thwack,” a phrase that remains emblematic of the brutality faced by dissenters during that era.
In response to the backlash, Shinsegae swiftly canceled the campaign within hours and dismissed the chief executive of Starbucks Korea. Shinsegae's Chairman, Chung Yong-jin, later issued a nationally televised apology, and police have initiated an investigation following complaints from relatives of the victims of the Gwangju crackdown. Chairman Chung is scheduled to undergo separate training with the chief executives of affiliated companies on June 24.
The decision to close all Starbucks stores early for the first time since the chain's establishment in South Korea in 1999, alongside the requirement for companywide training, demonstrates Shinsegae’s commitment to addressing the fallout from the marketing incident and preventing future occurrences.
The Gwangju crackdown occurred months after General Chun Doo-hwan seized power in a coup in late 1979. Official government records indicate that about 200 people died during the uprising; however, activists contend that the actual death toll was substantially higher. Chun’s regime also imprisoned tens of thousands, justifying their actions as efforts to eliminate societal ills.
The public outrage over Chun's authoritarian rule led to massive nationwide protests in 1987, culminating in a constitutional revision that allowed for direct presidential elections. This movement is widely regarded as a pivotal moment in South Korea’s transition to democracy.
